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What Drives Managerial Use of Marketing and Financial Metrics and Does Metric Use Affect Performance of Marketing-Mix Activities?
To increase marketing's accountability, Journal of Marketing, Marketing Science Institute, and the Institute for the Study of Business Markets have advocated development of marketing metrics andExpand
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When does metric use matter less? How firm and managerial characteristics moderate the relationship between metric use and marketing mix performance
Purpose – This paper aims to develop a conceptual framework, in an effort toward building a contingent theory of drivers and consequences of managerial metric use in marketing mix decisions, thisExpand
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Information Accessed or Information Available? The Impact on Consumer Preferences Inferred at a Durable Product E-commerce Website
Most previous choice modeling research infers preferences by assuming that consumers consider all the information available at the point-of-purchase. Because e-commerce sites increasingly incorporateExpand
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Information Processing Pattern and Propensity to Buy: An Investigation of Online Point-of-Purchase Behavior
TLDR
We investigate the relationship between alternative-based and attribute-based information processing and the propensity to buy at the point of purchase in shopping settings. Expand
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A Model for Inferring Market Preferences from Online Retail Product Information Matrices
This research extends information display board methods, currently employed to study information processing patterns in laboratory settings, to a field based setting that also yields manageriallyExpand
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Evaluation Set Size and Purchase: Evidence from a Product Search Engine ☆
The last decade has seen a dramatic increase in the popularity of product search engines, yet the analysis of consumer behavior at such sites remains a challenging research problem despite itsExpand
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Why Firms Spend the Way They Do on Individual Functions: A Proposed Multi-Layer Theoretical Framework to Explain Marketing Spending Levels
Functional efforts cannot succeed and firm performance will not reach their objectives without proper spending levels. A diverse range of theories have been employed to explain such spending onExpand
Consumer Search and Propensity to Buy
This article investigates the association between consumers’ pattern of information search and their propensity to buy in a field setting. We expect that a consumer whose information search patternExpand
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Managerial metric use in marketing decisions across 16 countries: A cultural perspective
Research on metrics is consistently designated a priority by academics and practitioners. However, less is known about how culture and cross-national differences can potentially impact metric use,Expand
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The right metrics for marketing-mix decisions
Abstract This study addresses the following question: For a given managerial, firm, and industry setting, which individual metrics are effective for making marketing-mix decisions that improveExpand